M3GAN Re-Release: 'Second Screen' and Live Chatbot Added

Top horror studio Blumhouse is gearing up to celebrate its 15th anniversary in style, bringing the 2022 sensation M3GAN back to theaters before the sequel hits screens. This limited theatrical run comes with a twist: new interactive features that encourage smartphone use during screenings, sparking some controversy.

As part of its Halfway to Halloween initiative, Shudder is organizing one-night-only screenings of M3GAN, along with Ma and Annabelle, featuring Meta's "Movie Mate" technology. This innovation lets audience members engage directly with M3GAN through a chatbot and enjoy second-screen capabilities, delivering exclusive real-time content.

"Movie Mate is exclusively available to theater-goers and can be activated by DM'ing the Instagram account @M3GAN," Blumhouse explained in a report by Variety. "This feature is designed to enhance the 'second screen' viewing experience, building excitement for the upcoming release of M3GAN 2.0 on June 27."

The studio also teased that fans can look forward to sneak peeks, exclusive messages from directors and cast members, and surprise appearances in select locations. While this approach aims to boost anticipation for the sequel, it raises concerns about further eroding the traditional theatrical experience. The impact on audiences will only become clear once they participate in these unique screenings.

The M3GAN screenings are scheduled for April 30 across various theaters nationwide, with Annabelle on May 7 and Ma on May 14. M3GAN 2.0 is set to premiere in the United States on June 27.